YouTube is a platform that Thais use every day, for many hours each day, whether listening to music, watching various programs, following people they admire, and much more. Therefore, it is an important destination for advertisers who need to advertise there. Advertising on YouTube. Currently, there are many types of advertising on YouTube through Google ads. Today, we will explain what each type is.
- Bumper ads are videos that cannot be skipped, with a maximum length of 6 seconds. They start before the video plays. This ad can work on both mobile and computers. The benefit of this ad is that it is suitable for creating awareness or reach because the ad can only be displayed for 6 seconds, so we cannot sell products. We can only focus on talking about the brand, so it is suitable for ads that want to promote the brand or make people familiar with the product, and the ad must be short and concise. Payment can only be made through Cost per 1,000 impressions (CPM).
- Non-skippable video ads are videos that cannot be skipped, with a maximum length of 15 – 20 seconds, depending on the country. The ad can be displayed before the video plays and during videos longer than 10 minutes. This ad can work on both mobile and computers. The benefit of this ad is that it is suitable for communication that focuses on telling the benefits or telling the story of the product, telling the benefits of using it. Payment can only be made through Cost per 1,000 impressions (CPM), and from experience, it will have a higher CPM than other types.
- True view ad, or another name Skippable video ads, is a video ad divided into 2 categories. TrueView in-stream is an ad that can be skipped after 5 seconds of display. The ad can be displayed before the video plays, during the video playing, and after the video ends. We can add various Calls to Action to take people to the website. This ad can work on mobile, computers, and smart TVs. The benefit of this ad is focused on counting views, which are counted when the ad plays for 30 seconds or the video ad ends. We count it as 1 View. Google charges advertising costs only when a real view occurs, like Search ads that are counted when an ad is clicked. Therefore, this ad is more suitable for focusing on sales or taking people to the website. However, this ad format can also be charged in CPM like other formats mentioned above.
- TrueView Discovery ads will be ads that are displayed when we search in the Search channel of YouTube. When users search, it will appear above other videos clearly to allow users to see and click to watch the video, or it will appear on the right side of the video in the recommended video section. The advertising cost is calculated as Cost per Click, meaning that when a click occurs, money will be lost. This format is suitable for advertising that targets groups of people who are already interested in the product because the ad will be displayed to people who are already searching.
Advertising on YouTube mostly focuses on videos, but there are also some image-only formats. Let’s start with:
- Overlay ads are small banners at the bottom of the video, which are displayed during the video playback. When clicked, they will take people to the website. Suitable for creating awareness.
- Display ads are banners that will be on the right side of the video. They will be located above the recommended videos. This ad format is displayed only on computers.
- Sponsored cards will be displayed temporarily as a card on the top right, then disappear, leaving only the “I” symbol in the upper right corner. When clicked, a card with an image will appear to send to another video or the website of the advertisement, which is an image ad that is displayed while the video is playing.
All of these are YouTube advertising formats that people can do themselves, but there are also Masthead ads, which will appear as a large banner on the YouTube homepage. However, this ad requires contacting Google directly and the price is quite expensive.
